March 21, 2014

With an aim to manufacture and sell branded hotdog, sausage and corned beef products at retails stores nationally, John Morrell Food Group, a division of Smithfield Foods, announced the beginning of an exclusive licensing agreement with Nathan's Famous, Inc., which started in the beginning of March 2014.

"We are very excited to launch our new partnership with John Morrell Food Group," said Eric Gatoff, chief executive officer of Nathan's Famous.

The John Morrell Food Group will leverage the new partnership with full-scale marketing efforts, both in store and out highlighted by exciting consumer events including a three race NASCAR Sprint Cup Series sponsorship with Richard Petty Motorsports and driver Aric Almirola and the addition of new settings for Nathan's International Hot Dog Eating Contest Qualifying events.

"This is the beginning of a great partnership with the John Morrell Food Group," said Wayne Norbitz, president and chief operating officer of Nathan's. "There are many great events planned for the summer to excite and engage our consumers including new hot dog eating events and the sponsorship of Richard Petty Motorsports.  This, along with many other efforts still to come with John Morrell Food Group, will lead to continued awareness and growth for Nathan's."

Nathan's Famous will also be promoted nationally with mobile sampling vehicles and a NASCAR show car tour covering stops coast to coast at local grocers and events.  The mobile units will stop at over 350 locations throughout the spring, summer and fall. 

Consumers will be able to sample the great taste of Nathan's Hot Dogs at the mobile sampling events as well as enjoy the unique experience of Coney Island with carnival games, an interactive photo booth, a Zoltar fortune telling coupon machine and the International Hot Dog Eating Contest Championship Belt which will be on display for consumers to see first-hand.

Later this month, John Morrell Food Group and Nathan's Famous will debut new social media outlets for the Nathan's brand including Facebook, Twitter and Instagram where consumers can learn more about Nathan's products, coupons and future promotions.  In addition, a new website will also be unveiled by the end of April as well.